ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 10th Annual Shorty Awards

Dreamworks Spirit Riding Free gallops to success on Musical.ly

Winner in musical.ly Partnership

About this entry

DreamWorks partnered with Digital Media Management to promote the release of Netflix's new animated series, Dreamworks Spirit Riding Free. The goal was to generate buzz and excitement among young girls in the days leading up to the show's release.

Why does this entry deserve to win?

Created as a multi-platform campaign, it was perhaps the use of Musical.ly that was most influential in encouraging tune in for Dreamworks Spirit Riding Free on Netflix.

Recognizing the growing popularity and impact of Musical.ly among the target demographic of young girls and millennials, Digital Media Management made the platform a key component of the campaign. Armed with the show's catchy theme song and the popularity of Musical.ly's dance videos, Digital Media Management engaged four of the social network's stars, Danielle Cohn, Nadia Turner, Ruby Rose Turner, and Jayden Bartles to create dance videos to the show's theme song.

Each Muser created a dance video using the Dreamworks Spirit Riding Free theme song and encouraged their fans to also create videos using the theme song and use the hashtag #SpiritRidingFree.

In addition to Musical.ly, Digital Media Management also partnered with eight all-star influencers who promoted Dreamworks Spirit Riding Free across Instagram, YouTube, Twitter, and Musical.ly leveraging their massive social followings, a combined 30.7 Million followers, to make the campaign a success.

Results

The Dreamworks Spirit Riding Free campaign reached over 34.4 million with over 2.6 million engagements. Additionally, there were over 4.3 million combined video views.

The Musical.ly videos received over 1.7 million views. Additionally, their videos activated fans to create, film and post over 700 dance videos choreographed to the show's catchy theme song. The fan-generated videos also gained tens of thousands of views, resulting in greater awareness for the Dreamworks show.

Media

Produced by

Digital Media Management, DreamWorks Animation

Links

Entry Credits